Amaron Creates Cinema Activation With Lodestar UM

Amaron has unveiled 'Uninterrupted Living with Amaron Home Solutions', an in-theatre activation conceptualised by Lodestar UM.

• Activation: Cinema auditoriums go dark for five seconds moments before a film begins, before an Amaron intervention restores the screen
• Agency: Conceptualised by Omnicom Media's Lodestar UM, executed with its OOH agency Rapport
• Scale: Rolled out across more than 48 cinema screens in Delhi, Gurugram, Bengaluru and Hyderabad
• Timing: Aligned with the release of a major blockbuster film to leverage higher footfalls

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Making Power Backup Tangible

Anshika Dhawan, Head of Marketing at Amara Raja Energy & Mobility Limited, said the brand's opportunity "wasn't to create another advertising campaign, but to make our promise of Uninterrupted Living tangible in a way that people would experience firsthand." Aditi Mishra, CEO of Lodestar UM, said the activation reimagined "a familiar cinema ritual through the lens of behavioural insight" to create a brand experience audiences didn't just watch but experienced.

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